Case Study: Carers Victoria raises awareness and support for unpaid carers with Icon Agency

Carers Victoria raises awareness for 726,600 carers with Icon Agency

Icon Agency was engaged by Carers Victoria, the peak body supporting unpaid carers, to develop an integrated campaign. The challenge was to raise public awareness of carers' vital work in a crowded and competitive landscape, while also clearly defining the value of Carers Victoria and encouraging the community to pledge its support.

Icon Agency developed the "Truly Incredible Care" creative platform, which included a series of films featuring real carers. The solution utilized an always-on PR approach and an extensive digital marketing campaign to share these stories. Icon Agency helped Carers Victoria cut through the market noise, leading Victorians to pledge their support through a dedicated online portal.

Carers Victoria